Sheep and cows become billboards in AMV BBDO's latest road safety spot for the Department of Transport's "THINK!" campaign.
For the "Helpful Hazards" ad, the agency painted messages of caution onto farm animals as an eye-catching way to warn drivers of potential dangers on narrow country roads, which often feature hidden bends and unexpected obstacles. Using stencils and spray paint, the agency branded sheep with messages such as "Slow down," and "Sharp bend ahead," while a cow warns, "Anticipate hazards," and a message on a pile of hay bales asks drivers to, "Beware concealed entrances."
Unexpected hazards are often the cause of car accidents, so the use of unconventional media is designed to encourage people to re-examine their driving habits, using the element of surprise.
The spot uses humor and charm to get across the kind of message that is often delivered through shock tactics (although we can't help but wonder if the animals-turned-billboard were at risk of becoming roadkill, given their new duties).
The ad was directed by Nick Angel through AMV-Flare.